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welcome to the channel in the video especially if this is your first time here one of the biggest questions I'm asked as a sales funnel building professional is Steven what type of sales funnel is best for my business it's a common question a question that makes a lot of sense to ask and in this video I'm going to answer that for you but there's a lot of weird ways I think about it I'm not just going to jump in and be like Oh specifically this type what we want to do first off is we're going to sit back and we're going to treat this like a CMO and a CEO not a funnel Builder and we're going to design from the top up what the actual funnel needs to give the business in order for it to be a successful funnel because it may not be millions of dollars it may just be that needs to be the specific business function or this business function and I do that all the time so I'm going to teach you what that is in this video and to do that I'm going to cut over to a video that we shot in front of a live audience part of one of my courses called sales funnel officer and we're going to teach how we think and choose the funnel type and specifically why we choose that funnel type as a business function not just from marketing let's Dive In [Music] it's interesting when you think of the role of the valley ladder in your business okay think of why you build certain funnels so at the bottom of the valley ladder for me that's always the stuff that just creates relationships it's free stuff it's it's publishing you know a lot of podcasting video creation stuff but there's still an opt-in somewhere like these are all the funnels that just all they do is they create a relationship the funnels that are right here it's dotted because for me it's it's all free stuff then these are the funnels that I create when I need just a huge influx of leads or I'm not loud enough my products are not loud and so I'm like man I gotta go build one of those types of funnels okay these are the types of funnels that I create to pay for my business systems my company costs about 50 Grand a month to run and uh if that ever starts to feel scary or shaky I go build a funnel type in this area okay and if I'm like man I don't feel like I'm getting paid enough then I go build a funnel at the top okay now the reason this works this way see I I ask my value ladder questions if you will and I basically just say well shoot I need more leads I'm like cool let's go build a lead style funnel that's usually one of these Styles and from like oh man my business expenses went up we just we just you know we might get the space next door and knock this wall down and make a beer um like man I gotta I gotta add a few more core funnels that are just like always selling one or two a day just the simple drip sales one or two a day you know I I try to set this up so it's like I'm getting one sale a week or a month I'm getting one sale a day or a week I'm getting one sale every day this I should have like multiple people opt-in every day for yeah so I try to set it up so if I'm like let's say so let's say when I was um I think we went actually back back down to 30 000 a month to run so um which is pretty cool so uh we've got a lot of costs it's awesome um well if I want to get one sale a day it should be at 9.97. and now if that's the only thing that sells it's I'm in business right here is the stuff where I'm starting to sell things that's one a week or one a month at the top and it's priced that way so that if nothing else sold I'm still in business so I'm going to price it around 30 grand does that make sense 30 grand I'm gonna try and get if my expenses to run every month um if I know what my expenses are to run every month I designed the value ladder to pay for that so I'm like all right so even if you are just solo right now that's totally fine but you should always pay yourself a salary you should always I've never not paid myself a salary I am part of the cost of the business always so uh you know I'm not like dumping cash on me all the time but like I pay myself a reasonable wage for my role in the company that's part of the cost so even if you're just starting out you have costs let's say that you cost 10 grand a month to run you know let's say pay yourself five and book between tools and different things let's say you're at 10 grand a month well I would try to have a 997 and sell one every day I would have a ten thousand dollar coaching program I would have a uh um something in the bottom that um if that sold every single day also could you know really tea up this all right um I don't anyway but I just try to use that as a way to guesstimate how my prices are and I'm gonna go more into that a little bit tomorrow um pricing and things like that but this is how I start to think about it so I shared this with Russell I was like check this out he's like that's super cool so basically what we do because everyone asks what funnel I should build it's more about what function are you lacking in that's that's really what you're trying to answer what is the marketing function what is the sales function that you're lacking in a sales funnel would be helpful because I need more money to pay for my business systems my my company costs too much every month I need to go pay for my I man I don't have enough leads for my phone Team all right let's go build these style funnels all right I need to you know what I don't feel like I'm making enough for the amount of effort dropped in all right let's go build something at the top okay so the valley ladder is not just for customers it's actually a funnel map for you okay it's a business funnel map um so basically here's the types of problems that I want to solve with these types of funnels if basically uh influencers are not giving me the time of day if influencers in my Marketplace that I'm trying to go sell into are not giving me any kind of time of day or uh they're not giving any attention or I'm really obscure you're trying to solve the obscurity problem I usually go to start doing these types of activities I start publishing I make some kind of statement shirt you know um which is certainly one of the reasons I did it um I start creating free things for audiences to opt into and get free PDFs and such which I do launchforprofit.com is that right um if someone's like I need more leads oh maybe I'll go do like a free plus shipping funnel or I'll go do something that's cheap right it's the cheap and maybe even free space but mostly just cheap and it's meant to be not meant to be a revenue Creator like it's not like the expert Secrets book funnel makes a lot of money it's not it's for leads it's for leads and noise um it certainly makes a lot of cash but not profit right there's a lot of cost in shipping out a free plus shipping book if you don't you make like 50 cents that's how I do it um uh you do it because it's Legion right I build funnels in this area if I'm like man my company expenses are too high I'm like all right I need to go either upgrade my core funnel that uh is my entire core product of my entire company uh or I need to add something else that pays from business structures all right that's just natural part of any growing company right um or if you're like man I don't pay myself enough you have to you have to structure to pay yourself if you don't stay interested in this and there is definitely some kind of monetary thing it's you got to pay yourself right um no wonder it's so confusing for newbies yeah right there's a lot there's a lot of then they're like man what do I go do I can go build this funnel I can go build this funnel Google this funnel okay um I start here if you're brand new build a business systems funnel that way you're at least in business then you can figure out how to get rich stuff too but too many people are trying to go to from like zero to two comma Club in their first funnel and first move don't do that just try to build a business systems funnel and then get rich in step two it's way easier and faster than going straight to step two okay um if your main business is starting to run out of leads let's say you have a webinar funnel that's a 997 and that's the core product of your entire company and you're starting to run out of leads or like Facebook just went psycho again right um build something in the front so what did I shift to I still have the core products here but I started doing sprints that sold this challenges right a challenge funnel that sold this all right because I needed more leads because the way this funnel line was getting leads from was way too expensive so Facebook Went Psycho so we're like all right I'm not gonna throw in the towel right but I'm gonna go in all right there's a lot of shifts going on in the info product space right now so we still use it but um all I do is I just I'm like all right I need more leads let's go do a challenge or let's go do an event or let's go do right at something that's in front of it that sells it okay um would be a systems funnel oh we'll go through that yeah um so regardless of the funnel type every online or offline funnel includes lead gen and sales and that's the part of trying to get here with this is that um what is a funnel right you build a funnel to fill two functions leads or sales and that's the only way we measure effectiveness of the funnel all right you can't cash likes can't cash views subscribers don't matter it's all about leads or sales and so people wonder how do I measure the success of the funnel it is only with those right it's it's obviously there might be like average cart value cost per acquisition all that stuff but it is um leads or sales that's all we care about if it's not a lead or a sale it certainly is not an effective funnel okay um cool so think about this in the order of a sale lead comes before sale leave you're right you're outside to have a lead in order to sell so since leads come before sales The Core Business purpose of the internet is lead gen so stick with me with this for just a second here um I think I think it was Dan Kennedy but he said essentially the entire Internet is just a lead machine and it is an awful Sales Machine sales funnels are after a while not an effective salesperson and you need to treat the entire internet as a lead machine and do your real selling either offline or just get your gravy sales from the funnel but more sales are happening over the phone possibly okay it's a huge principle right there it's huge um no I think there's two types of funnels there's a lot of the like business types like challenge funnel you know the Sprints I don't mean that I mean in terms of core functions there's really two types um uh if you're like Steve my point of sale is over the phone I don't click that's fine and build a lead funnel right sales funnel means a sale is happening in the funnel lead funnel means it's not happening in the funnel the lead's happening somewhere else okay point of sale is on this does that make sense there's two different types there sales funnel lead funnel sales funnel lead funnel so if I'm looking at my value ladder I'm like getting more leads any more whatever it is so launch for profit is a leads funnel I don't sell anything in it but I still grow my list like crazy throughout it okay I treat the entire internet like a lead machine uh not if not a point of sale machine now obviously we do collect cash on the internet of course but you'll find that you do get a lot of cash by taking your sales offline and on the phone um huge accelerant right there in fact that used to be the first move we had all the Inner Circle people make when I worked at click funnels but it wasn't an inner circle memory yet the first thing they had to do when they joined in a circle was build a back-end phone funnel and then I was double their company almost always it's because obviously we collect cash from the from the book sale or you know someone actually goes and buys the main core thing but the big numbers that like blow you up that's a phone right and so uh just treat them respectively like that if you're like ah I honestly hardly ever do lead funnels I just I'm like I want to filter out if someone's gonna open their wallet anyway even if this is a dollar you know and it's really about the leads but I'd also want to just sell something for a buck too cool so the question comes well is funnel going to work for me and honestly because funnels just automate the delivery of your offer and your message and the output of a funnel is a leader a sale just ask does my company need a liter sale if you do then the answer is yes you need a sales funnel that's why it works for you and it's the other reason why when someone's like Steve I'm in this very specific industry with this very specific niche in this very specific audience I don't think if you've never made a funnel that says that it's for that exact scenario therefore funnels can work for me it's not true it's not true at all all we're getting is a lead or a sale and that's all it comes down to and you'll find that a lot of the funnel game is much more fluid than you might think you don't have to have two upsells right it's still a good funnel you don't have to have a bump you don't have to have um a testimonial reel it's much more forgiving game than we think and it's also not as rigid as we think it is all challenge funnels have this most my funnels are things that are not in Fallen Hider hookbook you know what I'm saying that's fluid because all we care about is this outcome I'm not trying to build a challenge funnel I want a leader a sale that makes sense and if I'm going to start with a challenge funnel template and then adapt it to get better leader sales why would I not do that which is the reason there's never been an industry we haven't been able to do a funnel for okay it's like even multi-phase multi-million dollar corporate to corporate multi-phase contracts that are huge you still can use a funnel okay well you may not be like hey you're talking to a CEO 10 million dollar contract if you act before midnight well you cannot be like scarcity urgency stuff and those types of things but the principles are still the same they're still the exact same you may not you're probably not going to have that CEO opt in while you're face to face to make some huge 10 million contract does that make sense but if it's still the same process we just might deliver it differently okay so back to the question what funnel should I build I started writing down all the funnels we've built since I left it's a lot um those are by LLC crazy um I want to share with you guys what my core funnels are after going through all that my core funnels um phone funnel event funnel which there's several types live event Auto invisible funnel Summit seven day launch I've seen a new style now which is a single day Master Class it's a cool one but event funnels have to put it plural that type of funnel where there's a live event webinar funnel commission funnel I love that one um free plus shippings um slash products challenge funnels and then also what I call a newsletter funnel now those three are highlighted because they're the ones that Russell has in the Three core funnels a lot of his Revenue comes from that um but we've built an event center so we do a lot of event funnels it's a core funnel we do this is my affiliate and network marketing funnels they work real well set them and forget them and walk away it's commission right challenge funnels are Sprints super awesome and weren't a thing when you wrote this that's what I mean this is a it's not like a here's the three ever right it doesn't work that way challenge funnels one of the thing when that book came out newsletter funnel for me is like lost for profit you're subscribing okay so I'm going to walk through a lot of these so when do we use these here I know it's a lot for you to take a picture or whatever it's a the value ladder is not just for customers like I said it's also a business funnel map and so what we're doing is again let's say that you need to create better relationships I would use one of these bottom four if I'm trying to go get a stamp in a Marketplace and I'm brand new no news who I am oh I could get so far by selling the big category King's thing as an affiliate I'd make a stamp really quick as an affiliate in the marketplace or or if I did a free plus shipping thing so people could just test me out or paid plus free shipping right same thing um a Sprint or a challenge great way to make a stamp as when you're just trying to create relationships get a brand new stamp in a new Marketplace for you uh newsletter funnel just having someone subscribe somewhere this is uh for me also a hero funnel like stevejlarson.com it's like a round of character not selling anything but they can opt in that's a newsletter funnel in my opinion um and so uh if you want leads or noise funny enough because almost all funnels are like funnels are about leads or sales basically every single funnel for me I just went to all of them Community leads their noise they all work because they all make noise they all make leads um if I'm trying to pay for Business Systems the best one for me are always the phone funnel an event or a webinar those three right there are like oh my gosh they're awesome um a phone funnel an event or a webinar phone we found is usually a hardcore cash accelerator event funnels we have found are really good for a lot of reasons but one of the things they do is they um they stamp you into the marketplace for some reason if like I was saying but at the beginning it's like an influencer the other influencers we all know each other by the way and we talk to each other and so when you see some Young Gun not that I'm old all right see some young gun coming up and I just went in an event it's like oh sweet you're like serious and it's weird people JV with you easier after that they it's fascinating what happens um also if you've if you've been doing this game for all I've never done an event it's one of the greatest ways to document your framework yeah Russell just keeps asking me when I'm gonna write my first book which I've started in a lot of different times and ways he's like dude do you know how you have all these epiphanies whenever you're putting an event together like yeah it's so fun it's a freaking drug of the brain you start going through it sounds like it's I mean I do a lot of work to prepare for these but it is fun it's Brain on Fire it's so cool the amount epiphanies that come by preparing for the veteran saying he's like you know how you get that for an event if like 10x when you do a book so that's why it keeps acting um webinar funnels are awesome because um basically anytime you you pitch anyone ever you're doing a webinar I thought the perfect webinar script that script actually came from stage selling these did it on the internet one day and it became the webinar script but it's face to face sales you're probably not going to say secret one two and three but you can see I'm saying like every single sale somehow involves a presentation we call presentation files now um up at the top the ones that pay you out well I have found are really uh webinars because um you can scale them quick you can put a phone team on the back you can put a lead theme in the front and walk um phone funnels same thing it's actually part effect right the huge paydays like that that does so well it's so awesome so a big fan of that um and that that piece of it if you like that video please hit the like button if you hated it and you think I'm terrible please hit the down the unlike down mic dislike tell me what you think about the video this is valuable let me know in the comments down below also I got a really cool thing for you um what I was talking about in that video is specifically about a software we have called BTS funnels which stands for built to sell funnels these are funnels that have already won someone already used them and they won we grabbed them we redesigned them right so we're not stealing anything we redesign them we redesigned them multiple times they're beautiful professionally designed I've spent tens of thousands of dollars for just one of these designs in the past no joke we made it all available for you to go check out for free go to btsfunnels.com I'll put the link down in the description so you guys can get previously designed amazing funnels working inside your business today